Presentations Are To Be Remembered?

by Steven Cerri on July 14, 2016

Recently I read a post that said that the real goal of a presentation is “Be remembered”.

I couldn’t disagree more.

The last time you attended a presentation in which you were supposed to remember what was presented was in school. School was the last place where you were required to remember what the instructor said and then be able to recall it. School is not work.

As far as I can tell, there are only three outcomes that really matter for giving a presentation:

1. To learn something. This is the school situation in which you were required to remember something. However, even then you didn’t have to remember it from the professor’s presentation, you could remember it by studying the textbook. This is seldom the purpose of a technical presentation, however, to be fair, it does happen once in a while.

2. To entertain, like watching TV or attending a play or movie. This is generally not a part of a work presentation, although making a presentation enjoyable is useful to achieving outcome number 3 below.

3. To influence the audience to accept an idea or intellectual or operational position! As far as I am concerned, this is your only purpose for giving a technical presentation.

The purpose of 99% of the presentations at work, including technical presentations, is to “influence the audience”. And influence does not require being remembered. In fact, communication experts and neuroscientists will tell you that not being remembered is often a better path to influence.

The better path to influence is for people to adopt your ideas, the ideas you present in your presentation, as their own. Rather than having your presentation remembered, you want your audience to take personal ownership of your ideas, and this happens in the presentation or soon after and not because the information is remembered but because the information is absorbed at an unconscious level. (Watch the movie “Inception” and you’ll get the idea.)

So when you begin to understand that flashy PowerPoint slides, moving graphics, and all sorts of “extras” don’t really help you achieve your outcome of influence, you have to ask the next questions: If my presentation is not about being remembered, and if my presentation is about achieving influence over my audience, how do I accomplish that outcome? And how do I control my presentation and continue the influence process when the audience becomes difficult?

In the next series of ACEmentoring monthly podcasts, I’m going to answer the following questions:

1. How do I decide the ultimate influencing purpose of my presentation?
2. How do I decide what to include and what to leave out (unless my manager tells me exactly what to include)?
3. How do I develop the influencing theme for my presentation?
4. How do I develop the charts?
5. How do I tell my influencing story?
6. How to I open my presentation to send the control parameters so I can keep control?
7. What happens when someone in the audience tries to take control of my presentation?
8. How do I keep control when a high-level manager in the audience wants to control my presentation process?
9. How do I end my presentation so my influence is intact?
10. How do I know my influence has worked?
11. What is next after the end of my presentation?

I really don’t know how many presentations this will take (probably 4 to 6). I’m developing it as we go along on the ACEmentoring site, so for the next several months this program will unfold. Stay tuned.

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